Wednesday, March 31, 2010

Gabriele Del Torchio: ‘Our mission is to be the leader in the sport premium segment!’

Gabriele Del Torchio
Gabriele Del Torchio seems to know where he's headed with Ducati...
Ducati Multistrada 1200Ducati 1198S CorseDucati Streetfighter

At the recent Ducati North America's 2010 dealer meeting, had the opportunity to speak to Gabriele Del Torchio, CEO of Ducati Motor Holding SpA, who said that the current difficult economic environment is no reason to not go ahead with new products. ‘Bringing new bikes to market is exactly what Ducati needs to do. Over the past three years, the company has invested $150 million in new product development and has not cut back on the creation of new sale programs,’ said Del Torchio.

Here are some excerpts from what Gabriele Del Torchio had to say to Dealernews

On whether he believes the new Multistrada 1200 will do well in the US

‘I personally believe it will fit quite well for various reasons. There is the fact that Baby Boomers are becoming older and the fact that superbike owners are interested in having quite more comfortable bikes. I believe that there was a need in North America for a bike like the Multistrada, that is a touring bike, a superbike and an urban bike.’

On what other bikes are important for the US market

‘The superbike, including the new 1198S Corse, is a very important product for us. Also, the renewed Hypermotard line.’

On whether Ducati will aim to have mass market appeal

‘I don't aim to the mass market. My objective is to stay true to our mission, and our mission is to be the leader in the sport premium segment. We stay consistent to that. Ducati is not a mass bike. It is a bike for a very special customer.’

On Ducati’s quality control

‘Ducati quality is comparable to the best European brands. Are we satisfied? Not yet. We have to improve. We have to reach the quality of the Japanese, but keep what makes Ducati different, our style, the uniqueness of our bikes.’

See the full interview on

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